It's not at all surprising that content is the most important factor in your content strategy. The reason content has become more important in terms of marketing as of late is because it will always be an effective tool.

Others disagree. Due to the undeniable buzz that content marketing has created, they see content as a trend. To them, content creation will be outdated in a few years just like the old SEO tactics.

Out of all the qualities you can use to describe content, trendy definitely isn't one of them. According to this Forbes article, content is, and always will be important in a marketing context:

"Some content experts moan that there is too much content out there. Or is there? Content, often referred to as “king” is so essential to digital marketing that it can’t be dismissed as a “trend.” While individual publishers may be overextending themselves by publishing too much, there will always be content. It will always be important."

First, you need to understand the purpose and function of content. What makes it such an important component of online marketing? Is it because it enhances your SEO and increases your page rank?

While these are certainly two possible outcomes of content creation, they're not the goal. The real reason you create and post content is to inform and engage prospective customers.

In addition to keeping your website current, you also need to establish a brand identity and explain why your business is relevant to current events. Creating content is way more important than improving your technical marketing efforts.

If you want your content strategy to be effective, you have to believe in content as a viable long-term component of your marketing efforts. Once you do that, you'll be able to engage your target audience.